The role of destination image and factors affecting the decision to choose Phu Quoc for travel

Abstract

This study aims to investigate the impact of factors such as motivation, information, and infrastructure on destination image, as well as the impact of destination image and price on the decision to choose Phu Quoc as destination. The research is based on the theory of planned behavior (TPB) as the background theory, and the scales in the questionnaire were developed based on previous research. More than 500 valid answer sheets were collected from internet and social network, the data collected from which was then analyzed by PLS-SEM software. The results show that the motivation, infrastructure of Phu Quoc, and information about Phu Quoc all have an impact on the destination image. The tour price and attitude towards Phu Quoc both have positive impact on the decision to go to Phu Quoc, and the destination image of Phu Quoc has a significant impact on the attitude towards Phu Quoc. The indirect relationships in the research model also have statistical significance. The research results help local managers and travel companies to understand the role of the destination image and the effects of price on tourists’ decision, thereby developing relevant programs to promote Phu Quoc withindomestic tourism.